Malta’s tourism sector faces an economic sustainability challenge. This is due to the type of tourists Malta is receiving.
And no, this is not because of young visitors who get out of hand. Instead, it is about young tourists not spending enough when visiting Malta!
One of Malta’s tourism sector’s leaders says the country needs to attract greater numbers of older tourists.
This is so that Malta can in fact maximise revenues earned from tourism.
OLDER TOURISTS REQUIRED IN MALTA
According to The Express, the small island state needs to attract older, higher-spending, tourists.
This is because Malta has reached maximum capacity for hosting overseas visitors, a hospitality leader has warned.
MALTA TOURISM OPERATING AT CAPACITY
Speaking to Times of Malta, Malta Hotels and Restaurants Association (MHRA) president Tony Zahra said that the island must generate increased revenue from tourist arrivals.
The island no longer has capacity to accommodate additional tourists. Hence, this issue created by tourist flows that do not grow Malta’s tourist revenues.
“Given that we’ve now reached the limit on the number of arrivals we can accommodate, it’s essential that we maximise the potential of each one.” Zahra said
MALTA TO ADAPT TOURISM STRATEGY
The Mediterranean island famous for its crystal-clear waters and 300 days of sunshine a year has traditionally been attractive to older tourists.
However, Malta has made efforts to attract younger tourists, by hosting events that draw interest from younger visitors.
“In recent years, there has been a focus on hosting numerous parties and concerts. These have attracted younger tourists and lowered the average age of arrivals. However, we may have been too successful in this regard.”
That said, these tourists appear not to spend the amount of money older generations would spend. Ultimately, this impacts revenues generated by Malta’s tourism sector.
Zahra stated that Malta, which is on track to see three million visitors this year, needs to re-calibrate its target market.
MALTA ATTRACTS OLDER BRITISH TOURISTS
For years, a number of British tourists have enjoyed trips to Malta.
In fact, the island has a significant history connected with the United Kingdom.
The Commonwealth member state, certainly played an important part in the Allied war effort.
Malta was crucial to the Allied war effort as it provided a base to disrupt Axis supply lines to Libya, and also for supplying British armies in Egypt.
MALTA’S FLAG CARRIER RELAUNCHED
Malta’s relaunched national carrier, KM Malta Airlines took to the skies on 31 March this year, replacing the former Air Malta.
The Luqa-based airline flies to 17 major passenger and cargo hubs in 15 key European cities.
It is a full-service airline, which has codeshare and interline agreements with a number of larger airlines.
ALSO READ: Wizz Air cuts noise levels and aircraft emissions at Luton Airport
SUSTAINABLE FLEET
KM Malta Airlines operates a young single-type aircraft fleet comprised of 8 Airbus A320neos.
These modern fuel-efficient aircraft therefore offer superior operating economics and better environmental performance with reduced CO2 emissions per passenger and lower noise pollution.
